BBS 88 Tyler Price from Austin Kade Academy

[00:00:00] Austin: Back for another edition of the body beauty show. Today's episode is brought to you by these three pots of coffee. Uh, I have slammed today and, uh, Tyler's barber whose hair is better than mine. Tyler. Thanks for being on today. How are 

[00:00:18] Tyler: you? How are you? Good. Good. Yeah, big shout out to me. Garcia and Idaho falls, Idaho.

[00:00:22] She does good work. That lady. I tell you what? So 

[00:00:26] Austin: Hey, go see her. If, if you're listening to the podcast again, Tyler's hair is the joke was before we started, uh, Tyler. This is not a rock band audition, cuz you're looking like you're on tour, like a rockstar anyway. Yeah. Very cool. Well, here we are Tyler. I'm glad to have you on today.

[00:00:43] This is gonna be a different flavor of, uh, shows because you are essentially an educator. You run the Austin. Yeah. Am I say this correctly? Austin CAD. A academy. 

[00:00:55] Tyler: Kate. Yep. Austin Kate academy. Yep. Yep. So that's us interesting. 

[00:00:59] Austin: Yeah. [00:01:00] I think as a, uh, as an anchor setter here, give us a brief synopsis of how the academy came to be and how you found yourself in this world, because you're not by training an esthetician.

[00:01:13] Tyler: Cetera. No, no. It was, uh, a point in life where after nine 11 life had not treated my wife and I fair financially and we had to fight and claw and scratch like a lot of people at that time, uh, bad economy, yada, yada, yada, give you all the excuses. But ultimately she helped, uh, a very good friend of our Larry Curtis start, uh, his school first of Taylor Andrews.

[00:01:40] And he's opened, uh, multiple since, but, uh, helped him start his, uh, dream. And then she needed her dream and we moved back to small town, Idaho and. Opened up, uh, Austin, Kate academy, we were broke at the time, like, like broke, broke, like, you know, 12 bucks in the bank account with [00:02:00] four kids broke and found some money.

[00:02:02] And the name of Austin K comes from Austin's. Our son and Cade was our original investor's, uh, uh, son's name and, and, uh, 2008 during a really down economy, we opened a trade school and, and have been fighting ever since, uh, got to the point where we were accredited and, you know, never look back. It's been, it's been good ever since.

[00:02:24] So I'm in this industry because of my wife and I, you know, we've been, um, married, uh, going on it's either 32 or 33. I mean, you kinda lose track at some point, but you, you, you really love the person, but it's like, wait, how long have we been. Cause I've been married longer than I've been, not married at this point, so.

[00:02:45] Wow. But yeah, that's how, how I got involved was, you know, she wasn't saying, Hey, should we go do this thing, Allison, my wife was like, Hey, I'm gonna go open a school. And the train was leaving the, the, the station. And either I jumped on board or, uh, [00:03:00] or, or get left behind. And I decided to jump on board and it's been a good, it's been a good mix.

[00:03:05] Uh, I, I handle my portion of the school. She handles her portion of the school and, and in that we developed a, you know, a solid business curriculum, very solid craft curriculum. And we've been putting people out to, to earn money in their chosen profession since 2008. So 14 years. Yep. 11 months to be precise.

[00:03:27] Yeah. Coming up. Wow. Yeah. Coming up. Yep. ah, 

[00:03:30] Austin: that's incredible. So there's, there's a few things that jump to mind here before we get into the, uh, The entree of today's episode, let's say so here's some appetizers, the first observation. And I didn't realize this when I first spoke to you, Tyler, is that you started this academy in the bowels of oh, one of the worst recessions to date.

[00:03:53] Tyler: Yeah. Yeah. And in our, in our lifetime, I mean, you, when you look back at, in the [00:04:00] seventies, when we had no gas or we had parts of the United States that didn't even have gasoline that you could get on a regular basis, people were buying homes at 20% interest. I still put 2008 to two 13 ahead of, you know, in terms of being a loser.

[00:04:15] I think that that timeframe to start a business was a terrible idea. But when you're broke, you're broke and what are you gonna do? And, and we got after it. So, 

[00:04:24] Austin: so the reason this is. So we're gonna book in today's show by mistake in a good way with, yeah. This is gonna 

[00:04:32] Tyler: be a hope witch is the point. Yeah.

[00:04:34] Hope I hope so. Yeah. Yeah. Yeah. 

[00:04:37] Austin: So here's why, so this first observation is that, okay. So 14 years ago, Dan, near 15 years ago, you started the academy, which has gone on to clearly sustain you for 15 years and probably provide a live stuff that you enjoy and meaning and meaning and meaning, right? Victor Frankel, man, for meaning, et cetera.

[00:04:54] But you started this at what is arguably from the, um, the [00:05:00] prima FAIA points of view. The worst time you could possibly start a business. Why do I mention that? Well, the money prince or the fed is going worm, president Powell. Joke. LOL is who's a control of the economy is, is in a really hellish pickle where a lot of different, uh, inroads to this intersection seem to be presenting themselves all spelling either we are in a recession or we're about to face a recession, can join with a nice little healthy dose of, um, Contra to what the CPI cloud would say, hyperinflation potentially at some points as the money printers kick back on again.

[00:05:39] I mean, who knows the MMTs would say otherwise, but regardless point is we're on the precipice. It seems of a recessionary environment that might flatten people that are not looking at the, uh, the upcoming, if not already current recessionary environment through the lens of an opportunist. [00:06:00] So the point I'm making is that where everyone's zigging and, uh, swimming into fear and panic.

[00:06:07] The message for today to start the show off is let's, let's find ways to reframe our thinking so that we can be optimist and find ways to prosper in times of what could be for and will be for many despair. So I wanna start with that as the anchor today. 

[00:06:24] Tyler: Any thoughts about yeah. Boy, I, I could talk for about an hour on that.

[00:06:28] Uh, I'll tell you that much right now, but, but you're right. I mean, they were, they had held interest rates so low for so long that our money really didn't have any value. It was the only thing that they could do. No one likes the idea. Uh, I was talking to, uh, I do this little thing and my Volkswagen bug where I drive around with people and I was doing it before the celebrity, I won't name names was doing his, his show, but he is funnier and has cooler cars.

[00:06:53] Cause I just have a 67 bug, but I had this economist and he was, this was, you know, six, eight months ago. And he was like, they [00:07:00] gotta raise rates because our money's value really isn't there. So these homes, you know, you were buying a home in my neighborhood. Uh, uh, 10 years prior was going for $75,000 was now going for, uh, $350,000.

[00:07:16] And, and now that the interest rates have gone up, people have slowed down. Now, real estate investors are still on board. Uh, your V R B O people that are putting together, their portfolio are still buying properties. Um, but the, the consumers slowing things down, which, which has its upside and downside. It has to.

[00:07:35] Out or be, uh, in a better spot than what it was because, you know, supply was not meeting demand. And because of that, we had this, uh, uh, overpricing in the industry, new construction was through the roof. All these things, supply chains are messed up on all sorts of levels. And, and so, yeah, we hate to see interest rates go up.

[00:07:57] But as I mentioned previously, just briefly, [00:08:00] there was a time in the us, uh, history where people were buying homes at 20% interest. So now those homes were not 600,000, a million, 2 million, but, but it, you know, it helped to kind of, to curb that, that hyper, not just inflation, but, but cost of, of products and slow it down.

[00:08:19] So I'm a big fan of government get outta the way, but you can't have free money and expect your money to have any value. And that's kind of what we were seeing. Um, now. To the optimist out there and, and you gotta be, cause you panic is what kills us. I mean, you look at when COVID hit, you know, at the time my dad had just passed away and he had bought, uh, diabetes for a number of years, he made it to 80 and it was right before all the panic of COVID.

[00:08:46] So we were down at his funeral out of town. And when we came back, uh, my wife, Alison and I were going to the grocery store and there had not been all this panic. And there was just big chunks of the grocery store gone [00:09:00] that didn't have to be gone. It's just, people needed to, to have their toilet paper apparently, uh, more than they needed to have their fresh fruits and vegetables though.

[00:09:08] Cause fresh fruit and vegetables were still there. So panic just created this huge issue for everyone. And so. As, as we are going into, and I, I will say that it's time for a recession because they're cyclical, cyclical. They just kind of come and go over periods of time. Right? Uh, strong economies last longer than bad economies, but they just come and they go.

[00:09:30] So in, in the beauty space, specific, and many spaces, you can insulate yourself if you don't panic. And if you just get after it and work hard and, and there's, there's going to be challenges. Absolutely. There's gonna be challenges. So, but in the beauty space specific. Whether the economy is good or bad, your clients still come for appointments.

[00:09:48] So you, but there's things that happen and you gotta be aware of those things. And if you do, you can actually grow your business during a down economy where other industries and verticals are really [00:10:00] struggling. We see our industry and, uh, uh, really thriving during a down economy because we don't focus on the fact that the economy sucks.

[00:10:08] We focus on the, on providing a great, useful service to the client and the client keeps coming back and the client keeps referring people to us. And we grow our business. We give a little bit of added value during a down economy because your clients are feeling it too. And, but it's that, that panic that is gonna.

[00:10:27] Hurt. The people staying calm and cool headed is where is where growth is gonna happen. And I don't know that I really answered, but like I said, I could go off on this because when people panic, I hate, I hate that. And, and again, we saw that in grocery stores and, and honestly that people that panicked and bought 10 years worth of toilet paper and not the right food, uh, you were gonna die.

[00:10:50] And I was just gonna walk into your house and get the toilet paper I needed. Cause I had the right food. you know, which, which is maybe kind of mean to me to say, but, but when you're, when you're panicked, you're not making the right [00:11:00] decisions. And, and, and we will see it downturn in the economy. Uh, but it's where we get better.

[00:11:05] It's where industry gets better. We always have an answer and our governments continue to screw it up and, and private industry always figures it out and it, and it might take us a second because of some of the constraints that they put on, on us at times, but we will always. We will always figure it out.

[00:11:23] There's always the people out there that will say, Hey, here's actually the opportunity that, and they are the ones that aren't panicking. So anyway, I, I, like I said, sometimes I just start getting on my soapbox and not really going with a very solid thought. But how about that, uh, downturn in the economy don't panic and I don't care what industry you're in.

[00:11:41] You're gonna be fine if you don't panic. So

[00:11:47] couple things jump 

[00:11:47] Austin: to mind. Uh, first is, are you, or do you have any, uh, affiliation family members or otherwise that are military trained or vets or any of 

[00:11:57] Tyler: the sort? Yeah, my [00:12:00] son-in-law was in the air force for two tours. Uh, you. I had a grandfather that was in something he didn't ever go, uh, face, uh, the front or anything, but he, he did have a responsibility, but I think all of America had responsibilities during world war I world war II.

[00:12:17] Anyway, but yeah, but yeah, my, my, uh, son-in-law's out of the air force now, but he was, he was in the air force and deployed, uh, uh, to, you know, even into, uh, the middle east for a period of time, so. Okay. Okay. So the 

[00:12:31] Austin: reason I, I ask and thanks for sharing that is, yeah, so I served in the air force for five years, um, without getting into all the glorious or UN glorious, boring details.

[00:12:43] part of, um, part. One of my areas of interest at the time, while in was exploring the special operations, uh, types and their training. And there's a really interesting, um, TV show. It was God, it was on years ago, um, called surviving the cut and it [00:13:00] Chronicles the stories of Rangers seals, et cetera. And part of the training for those that are gonna be aquatic or in the water at, at any point is I think it's a part of the Bud's training that seals go through, but Rangers also go through it, et cetera.

[00:13:15] And the training, um, that stood out that's relevant here to your point about don't panic is the buddy it's it's hysterically named it's called buddy breathing. Yeah. One of the, and may calls something different now, but the idea is. Oh, no, I'm sorry. I'm I'm getting these conflated. It's called drown proofing.

[00:13:35] And so what they do is they push you you're in a pool by the way. So this is where, you know, the, the saying is the pool is the great equalizer. I don't care if you're Arnold Schwarzenneger in your prime. Or if you're a scrawny twig of a kid that gets bullied in school, it will equalize everyone. 

[00:13:53] Tyler: Yeah. 

[00:13:54] Austin: And what they do, these instructors, these sadistic, I mean, they're, they're obviously 

[00:13:59] Tyler: doing this 

[00:13:59] Austin: for a [00:14:00] reason, but these istic instructors, yeah.

[00:14:02] They will try to drown you. And what they're trying to elicit is a fear response, which will get everyone. And the punchline is that those, that panic will often not drown. Cause they're not trying to kill you of course, but they will get you pretty damn close to it. And you know, a lot of these trainees have to get resuscitated cause they like pass out.

[00:14:22] And what have you. But the people that panic perish is the point. Yeah. There's the alliteration of the day. People that panic will perish. Um, and there's, there's also another observable situation where you can see this manifest on a, maybe not a day to day, but if you ever watch a firefighter enter a building or get out of his truck, even with the building on fire, with people's lives on the line, you will never see them at their world train.

[00:14:50] You will never see them running into the building ever, because there's a saying in the military and other high stakes roles, which is [00:15:00] slow, smooth and smooth as fast. And that's, I think, relevant here, don't panic. Yeah. Which usually makes people panic. Okay. But don't panic. And that gives the service area to see to Tyler's point where there may be opportunity, which is what we're going to talk about today.

[00:15:19] Any other notes on that before I, I jump onto this. Chunk 

[00:15:22] Tyler: here. No, cuz yeah, like I said, I could talk about it for hours. So, you know, it's, it's a nausea quite honestly, so yeah. We'll, we'll move along, but, but people get ready. Don't panic. How about that? Yeah. That's that's as much as I'll say. Yeah, yeah. Make a plan.

[00:15:37] Don't panic. I like that. That's another alliteration just about PPP. Okay. Yeah. 

[00:15:42] Austin: All right. So if we want to seize opportunity in a recessionary environment or a down economy or frame it as you will, not a booming bull market like we had for 15, whatever years in the, in the, in the teens, et cetera. Right. Um, there are presumably [00:16:00] some out there that are thinking about a career pivot.

[00:16:02] You know, we just had a show recently with Kim Ladi who was talking about the, um, the nursing crisis where nine outta 10 nurses are facing burnout. Half of them are considering pivoting their careers. So certainly we can extend that and assume that there are probably. Accountants or people that are working at, I don't know, some retail role or something that are considering a career change.

[00:16:24] And so they're presumably looking at, okay, maybe I'll go back to school and get a four year degree and study geography 

[00:16:32] Tyler: like Tyler. Yeah. Or, 

[00:16:36] Austin: or, or I could go to a trade school or how about a beauty trade school? So let's, let's buy for Kate and create two buckets. One is a four year degree. The other is a beauty trade school.

[00:16:47] So talk me through that as a student. What should I be thinking about as I explore these two options 

[00:16:52] Tyler: here? Yeah. And, and just kind of to that point of, Hey, during a down economy, what we do see in [00:17:00] universities and trade schools is a significant increase in enrollment, in a good economy that we're just.

[00:17:07] Kind of still in, but, but leaving in my opinion and that, again, that's my, opinion's not factual. You see these, uh, universities really struggling to keep their, their body counts up. And even us, we, we have been doing okay, but, um, but not as good as in down economy. So, so that's about to happen. You are gonna see people at that point where they are fearful for their job.

[00:17:30] And again, fear and panicked. That's not where we make our decisions that can motivate us to make decisions, but we can't make decisions outta fear. And we can't make decisions in a panic state. So, but what we will see is that people will start making those decisions. What am I going to do? Well, if you have a bachelor's degree going in and getting an MBA or going and getting, uh, a, a.

[00:17:53] Uh, your law, um, degree or whatever it is. That's kind of, not that it's easy, but, [00:18:00] but they've made it easier. You can just do that from home online on the weekends, whatever takes about a year and a half, you can, you can do that. That helps put you up the food chain. But when, when, uh, uh, places are struggling, it doesn't matter where you sit on the food chain sometimes, because being higher sometimes is actually a, a liability because they're looking to cut costs at times some, some industries.

[00:18:22] Right. But you do, I think you have to look at it like, well, I'm just gonna go get my college degree. Without any end goal. I don't, I don't agree with that at all. I think that universities have a tendency. I mean, they are big business. They, they are, uh, uh, they're in it to make a buck. I don't care what they wanna say.

[00:18:41] You do have community colleges and that, that are running quite lean and really have, uh, laser focus on what they're trying to accomplish. But when the people are entering school saying, okay, I'll just take some living expense money. I'll work a part-time job. I'll go to school, I'll grind this out. And without an end goal of what they [00:19:00] want other than a degree, I just, I just am not a fan of that at all.

[00:19:03] You just wasted time, you incurred a lot of debt that debt's gonna follow you. It doesn't go away in bankruptcy. Uh, the department of education is there to take their portion, uh, for the rest of your life. And they'll work with you and they'll do those things, but they're gonna get paid back. So. So without a, a strategic plan.

[00:19:21] And because, you know, when, when you look at for-profit schools like me, we get, uh, put into this category that we're bad people that we're just there to overcharge for an education. Well, I would disagree with that because, uh, I've helped and coach people to six figure incomes that when you look at the amount of money that they invested into their education into my school and the ongoing income that they're receiving, that was the best ROI that they'll ever see in their life.

[00:19:51] Uh, uh, and so, um, we were targeted by the government though, because of some bad actors in the for-profit space, [00:20:00] I'm not gonna name names, but, you know, you had your, your, your guys out there that, um, that were really muddying the waters for all of us. And so government stepped in and went after us, uh, and.

[00:20:12] And the universities, they tried to put us all together, but the universities just told them no. And so they, they said, okay, well, we can't touch the universities, but we're gonna go after these little MOPA. There were over 300 schools throughout the United States in different trades that closed down because of those actions and those actions weren't 100% bad on their part.

[00:20:32] They were, they were put into play because in nefarious, uh, bad actors that were, that were basically ING the department of education outta money and not providing a great return for the, the person. So someone would go to school, rack up a hundred thousand plus dollars in debt, come out and be able to get a 10 to $12 an hour job.

[00:20:51] Well, you didn't need that education to go do that. But universities are equally egregious. There are universities that have degrees that there is [00:21:00] no jobs for after kids leave. It's like having a, uh, honestly, a program that's teaching someone how to run a Telegraph. You know, I mean, not that they do, but I'm just saying that it's equal to that.

[00:21:12] There are, there are professors tenured professors that their hat that they hang on, the wall that they're proud of is that they're the foremost expert in Bigfoot. Well, you know, I'm not saying Bigfoot's real or not, but that's a hobby, not a tenured professor. And so that's, you know, those are some of the issues, I guess I have.

[00:21:32] So if, as people are making decisions, um, I would say make a decision based on quickest to market in a marketable skill. Uh, so I sit on a board of directors at the local community college, and it's not about licensure or anything. It's about getting people into the workforce. And so as I sat down and I said, okay, these are the hot ones right now, but it can pivot at any time.

[00:21:58] But nursing, as you mentioned, nursing's [00:22:00] one of the hot ones. We can get those kids in and out. In a program and they're gonna be coming outta school at 60, 75, 8000, $20,000, depending on which market. But, but now we're also looking at, okay, where are what's solar in installation right now? Because solar's a hot topic and, and how do we train someone on going in doing that?

[00:22:22] Well, they have to be an electrician so we can, we can get the initial, okay. Under an electrician. If we train these people, we can be 30 plus bucks an hour. And we can do that in a four month to six month period of time or construction or plumbing or whatever. So kind of my role is exploring what does tiny homes look like for people?

[00:22:41] And, and we penciled it out to say, Hey, we could train these people to build tiny homes and they should be, and it'll pencil at 30 to $35 an hour for them. So, so that's, again, that's a, a, a, something that I'm a bigger fan of versus somebody going, cuz I went to a four year, I'm [00:23:00] a college graduate. and, and my degree was in geography in Japanese.

[00:23:04] So I didn't need to spend four years doing that. I'll just tell you that I could, I should have been a welder. I should have been an electrician, actually. I would've really preferred to be an automechanic, but, uh, mm. But, and, and, and those are trades. I'll tell you if those auto mechanic schools, uh, or on the job training, again, you're 50 buck.

[00:23:24] You could be making 50 bucks an hour, but local, even in small town, Idaho, where I'm at the local guys who really wanna get in and turn a wrench, they're a six figure income. So we overlooked that and we say, Hey, someone has to go to college to amount to something. No, uh, six figure income as a barber six figure income as an esthetician and even seven figure with some of the equipment that you guys promote.

[00:23:44] And some of the services that are a little higher end, I think that, that, you know, seven figure income. It doesn't happen without some effort and some vision and some steps. It's not just like snap my fingers. And here I go. But, but you know, plumbers, electricians, [00:24:00] uh, you know, auto mechanics, construction, uh, framing.

[00:24:04] I mean, the list goes on and on and on. And so what we're striving to do in our community is, and, and we've got it buttoned down to where we have a building now, and we can really provide this training and, and one of S uh, big, uh, machine operators. So they come in and they dig holes and they move dirt and they learn how to do those things in a very short period of time.

[00:24:25] Now I'm not gonna say universities are a bad way to go. I'm just saying, again, have a vision of what you wanna accomplish, um, because we need less philosophy majors and more plumbers in the. United States of America right now. So if you're like, yeah, I'm just gonna go and become a philosophist. Well, what does that even mean?

[00:24:45] I don't, I don't even understand. So again, if, if I'm sitting here saying, you know, cuz people say I, when I'm talking to kids in school, so what are you in communications. Okay. So you don't know how to talk to people? I don't know what communications majors, I don't, I don't know what it means. I dunno what they're [00:25:00] doing.

[00:25:00] I don't know what jobs they fill. I'm sure that there's something, cuz there're sure are a lot of communications majors. Um, but anyway, there's I, if it's that you're going back to school to, uh, to secure a better income. And for some people they're going back to school just to financially make it because they're going to draw from the, uh, the, the living expense money, which isn't a significant amount.

[00:25:23] I just wanna let people know that you're not making thousands of dollars on living expense money to be able to go to school. You're making, you know, a few hundred bucks maybe a month. But, um, but what is your plan? Because I can tell you. Someone that comes to talk to me or any of the other trade schools in the beauty space.

[00:25:40] The plan is to get licensed. The plan is to go build your business. The plan is within two years, if you're not at six figures to reevaluate why that is. And now we look at somebody else. Again, I'm just picking on communication and philosophy majors. You're gonna go spend four years eating pizza, getting tattoos, and going on spring break to come out and get a [00:26:00] $12 an hour job.

[00:26:01] So someone in the beauty space that specifically, or any of the trades are gonna come in, they're gonna earn it. And in two years, so half the time. So while you're halfway through school in two years, they should be at a six-figure income. And what you're gonna hear from those people is, nah, I don't need my, my food super size today, just regular, because you're gonna be working behind the counter, which there's nothing bad to be said about that.

[00:26:21] But your degree is not, is not a sustainable degree. Uh, the United States of America is pivoting hard. Uh, there's a housing prices. There's all these things that are happening, that people are looking to become minimalist. People are looking to be able to afford a life. People are looking to travel and you don't have to be in a big city to have a high end job anymore.

[00:26:41] You can go live in rural, wherever. And so you, we need to build communities around that and trades around that. So how do I get someone wired to the internet high speed in backwards, Montana, the population three. Right. And, and so anyway, I, I, I'm probably [00:27:00] really, again, you get me on a, on a soapbox and I'll just go on and on and on without saying much, my caution is because it's going to happen.

[00:27:07] You are gonna see an uptick significantly in master degree programs, in, uh, bachelor degree programs and in trade schools that is gonna happen. So if you're in that arena where you're like, you know what, I'm worried about my job, I don't, I'm not fulfilled. I'm none of these things go and figure out something that would be fulfilling and see what training has to happen, because if it, the training can happen in three months, there's a lot of upside to that versus 4, 2, 4 or six years, you know, because the, the long term degrees, um, there are some that are, you're still coming out and you're still doing well.

[00:27:43] But, but you better have an end game in making your decision and pursuing it. If you're gonna end, uh, if you're gonna enter the, the regular academia arena arena versus going to trade school or certificate route, because I'm a bigger fan of the trade school certificate route, because there is [00:28:00] an end goal and a real need, uh, in, in that arena.

[00:28:04] So anyway again, uh, Austin, I, I sometimes I'll just start talking and I'd just go, people go, Hey, he's making sense. And then it's like, huh? He seems a little crazy to me now. So anyway, well, no, I 

[00:28:16] Austin: think there you're, you're hitting on something actually as a macro trend is much bigger by the way, audience members and listeners.

[00:28:25] The reason we're talking about this is, again, this is all rooted and oriented around something like optimistic opportunity capture. As we're sitting on the precipice of potentially calamity with recession and what have you. So we're looking for ways that we can help you square what you enjoy doing, where you will find meaning in life.

[00:28:46] Cuz if you don't have meaning in your life, then you will, you'll be living a meaningless life, frankly. Um, and that's not a pun because it's, coming from picture 

[00:28:55] Tyler: Frankel. Yeah. Frankly, frankly, 

[00:28:57] Austin: anyway, but there's a macro trend here that I think [00:29:00] we're, we should be thinking about as well. So number one, I can't believe I'm quoting the Bible here on the air, but, or the air on this recording.

[00:29:06] That's great. It's problems. 29 18. Okay. Where, and this is by the way, this is like Sage advice for any human being ever. I don't care what your religion is or whatever, where there is no vision that people perish. So, so noodle on that. Um, now there's two other things I I think are worth mentioning here.

[00:29:22] Number one is, uh, three. Okay. So the, the planet really is on another precipice of population. Collapse. So for example, every year from 2011 to 2017, the us grew by only 2 million people. By 2020, it grew by 1.1 about a 40 ish percent reduction. Last year, this is as a 2021. We only added 393,000 people based on, uh, an Atlantic, which may not be exactly true.

[00:29:54] But if you look at a graph, population rates are declining, AKA birth rates, cuz you need a 2.1, [00:30:00] uh, birth rate in a society to sustain the population. What does this mean? Who cares? TLDR Austin. Well, how about this? We also have another crisis of all these plumbers, electricians, estheticians, cosmetologists.

[00:30:13] A lot of them. I'll say that again. Estheticians, cosmetologists. Barbers. How about beauty professionals? Yeah. Are boomers and they're on the precipice of retiring, which yeah. Means two things. Number one, if you're young and devoid of capital. Get into the industry. If that's something that you would enjoy and would find meaningful, et cetera.

[00:30:34] And number two, there's probably also, in fact, there are certainly also there's a book called buy and build. Um, there's an opportunity to buy businesses from boomers that are retiring. Yeah. Estheticians, spas, et cetera. Cause they're wanting to hang up their hats. So there's an opportunity. So the last thing, and then I'll turn it back over to you and then we'll get into, okay, well what, okay.

[00:30:55] I'm, I'm sold. I'm in, I'm gonna go to session school or maybe I'm about to graduate [00:31:00] or maybe I'm in the thick of it. And we'll start talking about, um, some of the postgraduation success and mental models that we'll get into here in a moment. But the other thing I wanna mention, I got a motor mouth today.

[00:31:11] The other thing I wanna mention is there is other inroad that is going to intersect at this little beautiful intersection of, well, how would I say this? You better be Futureproof. Here's what it is. There's this little thing called software and software is eating the world. If you wanna quote, uh, who was it?

[00:31:33] The guy from Y Combinator, uh, Paul Graham. I think he wrote about that. That software is eating the world and it's eating your job at some point, it will eat your job. And if you're not in a creative function or in a constructive construction, uh, cons geez, Louis, a creative function or constructive function, meaning you are a solar panel, installation installation, installer strike English [00:32:00] installer.

[00:32:00] Yeah. So an aesthetician, a cosmetologist, a barber, something like that. You're probably gonna be eaten alive by software and robotics. So you best be thinking about how can I Futureproof myself. So there's all these little conflating things, and this is just three of what could be I'm sure. Multiple, um, that spell you better.

[00:32:20] You better be doing something with your hands, that a robot can't do. Or with your mind that Google can't do. So if you're just a, a knowledge worker that recalls facts, sorry, there's this thing called Watson from IBM, that's gonna make your job obsolete and you know, how you hedge against that? Well, you probably get into the trades and you hang up your, uh, I don't know, American studies degree.

[00:32:43] So any other notes on that before we, we pivot? So it's post-graduation success stuff. 

[00:32:48] Tyler: No, I, I think that's, I think that's all spot on stuff and its again, coming back to, uh, circling back around don't panic and don't have fear, but have some vision like, you know, Proverbs [00:33:00] let's quote it. Right. I mean, yeah.

[00:33:01] Without, without that vision you're you're on collision course with, with the reality that cuz again, there was a time when the Telegraph, I kind of brought that up. That was how people communicated long distances and now we do it through zoom. So the, you know, the Telegraph went away and uh, uh, anyway, but yeah, so, so don't panic.

[00:33:22] Don't have fear and, and have some vision and, and you'll be just fine. But those trades that you just mentioned, uh, they can try to put a robot to 'em. I just don't see that happening. Cause the human element is what our is, why the clients is a big part of why the clients come. So, yep. Totally agree.

[00:33:39] Totally agree. 

[00:33:40] Austin: Um, by the way, I'm a philosophy major. LOL good. 

[00:33:45] Tyler: I'm a geography major. So I think you're one up on me. So there you go. That's funny. That's funny. Uh, that is funny's 

[00:33:52] Austin: that's funny. Um, yeah, I, I completely agree. Had I not find found a way to apply some, whatever menial degree [00:34:00] of thinking prowess that I cultivated in school, which I didn't cuz it was a joke education these days in the universities largely show up and you get an a, um, anyway with that going off the rails.

[00:34:11] So I wanna get into, okay, so we'll change gears. So now we're, we're shifting from. I'm looking for opportunity. I'm maybe I'm trapped in a cubicle, I'm an accountant, I'm doing something menial. I'm fearful that software's going to eat my job. What do I do? And I'm convinced I'm gonna go into the trades and I'm convinced I'm going to go into beauty, uh, trade some sort, beauty trade, specifically, esthetician, cosmetologist, whatever.

[00:34:36] Now we're gonna say that they're sold in that idea and we zoom out six months, 12 months, whatever they've got their degree or their certification or their licensure. And they're able to actually practice. Now let's extend this a step further and say that they're entrepreneurial, cuz if they're not and they wanna just go work for massage NB or some other conglomerate.

[00:34:55] Great. Maybe that and, and learn. That's fine. Yeah. Yeah. But if you wanna start your own [00:35:00] business because you want to pursue the six, seven figure annual life in income, let's talk about that now to set this up, there are two mental models that I want to give. The listener. So bear with me as I explain this.

[00:35:16] Cause I think this is gonna set you up really well to explain you are alluding to this earlier of beginning with the end in mind. So inversion is one of the mental models. So it's funny that you mentioned that earlier, but I wanna start with Alling cause I think there are some folks in the audience that are again, maybe on the precipice of deciding to go to aesthetician school or they're about to graduate.

[00:35:35] And they're like, oh my gosh, I've wasted all these years being an accountant. ah, Contrera Montclair. So here's a mental model for you that you should be thinking about as you are, uh, exiting your training, whatever training that may be esthetician school otherwise or otherwise. Okay. So here's a mental model now, by the way, this is from a blog called Faro street, far num street, F a R N U M street.

[00:35:59] It's where Warren [00:36:00] buffet and, uh, Charlie Munger, I believe where their Berkshire ha uh, Hathaway headquarters was or where, whatever, it's, it's some Warren buffet thing be, uh, Farham street. Yeah. Is the blog. First mental model is, and actually Tyler is Testament to this, which we'll get you in a second.

[00:36:18] Alloying okay. I'll say the it model again. Alloying okay. A L L O Y I N G. So here's what it is. When we combine various elements, we create new substances and this is no great surprise, but what can be surprising in the alloy process is that two plus two can equal not just four, but 6, 7, 8, 10, 20 a hundred.

[00:36:48] The alloy can be far stronger than the simple addition of the underlying elements would lead us to believe this process leads us to engineer great physical objects, but we may understand [00:37:00] many intangibles in the same way, a combination of the right elements in social systems, or even in individuals. Can create a two plus two equals six effect, similar to alloy.

[00:37:14] Now to set this up as another meta point, if you wanna dominate and not have competition, one of the ways in which you can do that as an individual is to create a personal monopoly, which is an, uh, an idea from David Perel. And what is that? Well, you take three things that you either are interested in or are, so they might say Austin, you're loud.

[00:37:35] Okay, great. That's one of my defining characteristics or Austin two philosophical. Okay, great. Austin, you enjoy selling and whatever. Okay, great. There's my three things. If I alloy them together or listeners, I'm an accountant of 30 years, but I just graduated aesthetician school and I'm kind of quirky. Ah, interesting.

[00:37:54] How about those three things become your Venn diagram, intersection circle there, where [00:38:00] you create your personal monopoly and you share that to the world and you own that radically. And that's what you are. And Tyler is that guy. Here's the guy who studied geography, who stumbled into this because his wife said, babe, we're doing this.

[00:38:13] And he said, yeah. Okay, great. Let's go. Yeah, let's go. And let's go. And he sees the opportunity by the way. Metapoint but this is, uh, the point here is that Tyler is effectively a, a businessman that got into beauty. Not really knowing. I mean, you didn't go to Barbara school when you were 20. No, here you are you alloy to your wife who is a beauty queen that, you know, I dunno if she's like literally a beauty pageant queen or whatever, but she's into beauty.

[00:38:40] You all those two together. Bam. Here we are. Any comments on that before I show the 

[00:38:45] Tyler: aversion piece to set. Yeah. I mean, we never think one person's strength is more important than the other cause without her, I can't do what I do. And without me, uh, maybe sometimes I'm a liability for her, but, uh, but without [00:39:00] me, uh, she doesn't, I mean, so we're, we are very complimentary to each other and, uh, and, and with that we have strengths and there's people that really love us.

[00:39:10] And there's people that don't love us. We're not everybody's cup of tea and I'm, and I'm perfectly good with that. Cause I'm not gonna deviate from who I am and what I'm trying to, to, to be so as you're, as you are Alling that then it is stay true to that. Don't don't pander to, uh, try to attract a group of people that in the end, you're not gonna want anyway.

[00:39:32] But it is, I think that's where your strength, if you're quirky, that is a strength. Like I got one of my barbers at, uh, the, the name of our shop is called LA Lamato. Lyle is my grandfather, my dad's first name and my grandfather's first name and Amato is Mia Garcia. My barber that we're, we're kind of tied to this thing.

[00:39:50] Amato is her grandfather's name. So that's where the name LA Lamato came from. But, uh, this one little barber in there, she is the shyest [00:40:00] thing. Like if you can get two words out of her, you're, that's a great day, but she owns that. So her handle is antisocial barber, and she just blows it up. She just, that's amazing.

[00:40:10] Just blows. Yeah, she just blows it up. She's like, she, she, you're not gonna get a great conversation from her. She, she can talk, but you're gonna get an amazing haircut, but she just owned that. She just like, you know what, talking to, people's not my thing. I'm gonna bring that into my, to your point into my, one of my modules or whatever you, one of my strengths.

[00:40:28] And, and so she is the antisocial barber and the girls. Slam busy and, and living her dream. She is, uh, learning to communicate more as she's going along, but she will always hold true to who she is, which is she doesn't like to talk to people. So she's the antisocial barber. So when she said that to me and she did it because she was so shy, she's like, I just, I don't wanna talk to people.

[00:40:50] So I'm just gonna tell people I'm not gonna talk to 'em. I was like, all right, Amelia, let's see how this works. Well, it worked, she owned it and it worked. So, uh, so anyway, it's [00:41:00] interesting that, that you say that because cuz it is, it's just being who you are and being the brand that you want to be in don't pander to people cuz uh, nowadays people don't want that.

[00:41:10] They want honesty. They want, they want to know who you are and you will. Who you are and your brand around that, uh, with really, I mean, I'm not gonna say no problems with, with effort, right. With, with effort and getting out and making it work. So just kind building up a little bit of what you're saying, believe I, but, uh, but yeah, it's bringing your, who you are to it and get after that ally.

[00:41:36] Cause when you were talking about Allo, I'm thinking Allo wheels on, on vehicles, which, which is they're the anyway, but, uh, but yeah, that I can, I can definitely see that philosophy. So, wow. 

[00:41:48] Austin: You, you touched on something else that I can't resist. Yeah. Let's do it. And getting your thoughts on I'm a big David Perel fan.

[00:41:57] Tyler knows this I to him, a tweet of, of David [00:42:00] yesterday, but David is known online as the writing guy, the online writing guy, whatever. And he has a newsletter, one of his recent newsletters that I, I saw, I think it was two, three weeks ago or maybe longer, whatever was, uh, a piece on this, uh, Phenomenon he's observed called the, that he calls the great flattening where everything is drifting towards this middle ground, where it's appealing to no one and, and probably simultaneously repelling almost everyone because it attracts no one.

[00:42:33] So it, it produces indifference that, what am I speaking to, to give you guys an anchor to, to visualize go look up the corporate Memphis logo. The corporate Memphis logo is a logo that looks very it's just personality list. There's no face. It's just this sort of a Miba colors that don't really exist in real life and like purple and.

[00:42:55] Like on the people, like their skin tone. It's like, I I'm very confused. What, so [00:43:00] it's the point is making, is that corporations have become boring because they're trying to appeal to everyone. Yeah. And this is, I have Aristotle mentioned this in, uh, you know, back in the stone age. I, whatever Aristotle is walking the earth, there's something to the effect of on friendship.

[00:43:16] When you try to be some or every, how does you say it? You can't be everything to everyone because you'll be no one to everyone. Yeah. So this gal is she's owning the fact that she's antisocial, which is hysterical because I, I, yeah, I bet you, she actually does like a few people, but she owns it and people love her and they they're drawn to her.

[00:43:37] Yeah. So there's, it's like this case to be look inward and figure out what the hell you are, what is in your DNA and own it unabashedly. Because you just doing that elevates you above 80% of the population out of the gate. And you're gonna find that as you stand out above the, the, I don't wanna say the, the bucket of craps, but that's the only, uh, analogy or metaphor that comes to [00:44:00] mind, others that are like, you're gonna look to you and say, oh my God, I wanna latch onto that bleeder.

[00:44:05] That's like me, that has the goal to do that. And then you win a customer for life. And so part of the reason I do this show is I want to make beauty UN boring and, and, and give people the courage to go out and say, you know what? I'm a, I'm a, I'm a weirdo. No, you're not. You're just different. That's cool.

[00:44:25] And someone you're not, someone are gonna love the hell out of you for owning that and being authentic to yourself. And in the words of Oscar wild, be yourself, everyone else. Is already 

[00:44:35] Tyler: taken. Yeah. Yeah. No, that there's a bunch of amens there. That's what I'll say that about that, but because, cause you're right.

[00:44:44] I mean, I look at big corporation. They pander all the time. If, if they view that public opinion thinks X they're gonna talk about X, even if their core value is not X. Yes. Their core value [00:45:00] is the dollar and that's it. Well, that's boring. That is boring. Be bigger than money, but make money. How's that? Yeah.

[00:45:06] But because if, if big corporations felt that it behaved their bottom line, just to be mean and nasty, they would do it. That would be it. They would just shame people to do it because that's what they view as socially acceptable. That's what they they're, they're just pandering to the masses. That's what they do.

[00:45:23] Uh, you know, there's some, there's obviously exceptions to that, but there's definitely a lot of them in there that I just roll my eyes because they did not care about that. Cause ever. Until they felt like it mattered, you know, to their bottom line. Oh, the people are saying this, so let's pan to them, you know?

[00:45:39] And so, yeah. So as you're, as you're doing your brand, because I'm not for everybody in my area, I have four competitors. I do not talk negatively about them. I have a lot of respect for most of them. Oh, I have respect for all of them. I like most of them there's some that on a personal level, we don't jive, but we still have mutual respect.

[00:45:59] So we're not [00:46:00] in the business of bashing each other. I can't take on all the business anyway. Like I can't, I have no desire to put them out business because if they were out of business, then I wouldn't be able. Able to take, I couldn't serve my portion of the populace that I need them in business to serve their portion.

[00:46:17] Even in our little barbershop, our kids they're 250 to 300 people is about what they can serve. Once they have their core people, that's their number. They can't serve beyond that because if they did, they would have to work more hours or they'd have to cut corners to get more people in. And we don't, we don't wanna cut corners and we don't wanna work more hours.

[00:46:35] So, so there's a finite number of people that they can. That they can serve. So it's like, you don't have to be, you do not have to pander. You just be yourself and you're gonna find your tribe and you're gonna serve your tribe. And your tribe's gonna show up, uh, in their timeframe. If that's one week, two week, three week, four week, you know, whatever their cycle is, they're gonna be coming back to you because you're not boring.

[00:46:58] Right? You, you stand for who you [00:47:00] are and, and you don't, you don't have to speak to everybody. You just have to speak to your number and that number on a, on a low end in the beauty space, on the low end's about 80. And those are clients that are coming back, you know, with a high frequency to on a high end could be as high as 4, 4 50.

[00:47:16] And those are a client base that's coming back. With less frequency, but they're coming back with religious, you know, zeal. And this is my time and I will be here in X six weeks or whatever it is. Right. So, so it is it's it's, um, kind of, I guess, again, speaking a little bit to the alloy theory and everything else it's, you don't have to be everything to everyone.

[00:47:37] And if you try you, aren't gonna be happy yourself. Uh, and so just cause this little girl I've watched her, she went to our school. I've watched her from the beginning to where she is today and she has grown leaps and bounds, but she's still shy and she just owns it. So here we right. 

[00:47:55] Austin: Just occurred me why this is a problem.

[00:47:59] And I never thought of [00:48:00] this until literally just a second goes to thank you for talking me through this. yeah. The reason this is the problem is it's rooted in deceit, meaning yes. It's rooted in, in congruency, meaning as an example. Okay. Let's say so one of art's values is be true. Yeah. Which means if you are, I don't know, you're in a position where adding cryo skin or industry is a place on, does not make any sense.

[00:48:23] We will tell you, this is the wrong product for you. Don't 

[00:48:27] Tyler: work with us. Don't do it. Go, 

[00:48:29] Austin: go work with this guy or gal because they have the right product for you. Now. I think the reason this is an issue is to your point, corporations let's make this more individualized, micro macro. Cause a lot of our, our, our people are obviously individual practitioners or, um, artists let's say PMU.

[00:48:45] In other words, mm-hmm yeah. If you are antisocial and you score a zero on the extroversion scale, Stop trying to be extroverted. That's not you it's inauthentic. It's incongruent [00:49:00] and it will eat at you. And you'll face burnout from 

[00:49:03] Tyler: being disingenuous. Yeah. It'll be painful every day, every day. So yeah, 

[00:49:08] Austin: every day always tell the truth or at least don't lie and you yourself are the one that is easiest to lie to in some sense.

[00:49:16] So be authentic to that, whatever that that is, which is you. So explore yourself. Maybe that's ask friends, Hey mom, what am I like? I don't know. Austin. You're loud. You're noisy. You're difficult to control you. Don't really obey orders. This is why I got outta the military 

[00:49:34] Tyler: for the military. Yeah. Yeah. yeah.

[00:49:37] Austin: Does respect incompetent authority? That's me. Yeah. Yeah. Uh, Okay, well, God, we, we have actually not even really gotten to the chunk of the show today, which is post-graduation success. So here's what I'll ask you. Yeah. We can either plow through and continue on, or we could chunk this into a second show.

[00:49:55] You tell me how much time you have it. We didn't talk about your hard stop time today before we started. 

[00:49:59] Tyler: Yeah. [00:50:00] My next thing is here and about, uh, 40 minutes. So whatever we need to do, I, if people even wanna listen that long, I mean that's but yeah, I mean, I can talk, like I said, I could talked on the first topic for about an hour and a half.

[00:50:16] I just going and ranting and sharing life experiences and things like, so anyway. All right, well let's, let's do 

[00:50:24] Austin: it. Let's do it. So we'll, we'll plow through we'll uh, yeah, let's do it. Cap it about 40 now, by the way, Tim Ferris. His top. I think his, his number one podcast of all time was three hours and 30 minutes with ball.

[00:50:35] You. Yeah. Yeah. Um, the former CTO of Coinbase. So yeah, I think people like long for, so let's, let's go, well, go grab a, a glass of wine audience members buckle in. We're about to get into the real substance of today's show, which is okay. I'm about to graduate. I wanna start a business. What do I do? So Tyler tell us, actually, I'm sorry.

[00:50:55] I need to set you up here again because yeah, let's do it. Here's another mental model. [00:51:00] You need to begin with the end in mind. Here's the mental model that encapsulates that it's called inversion. This is again from Farham street. Uh, the blog, if the listener, um, wants to go check this out. So here's what inversion is.

[00:51:13] Inversion is the powerful tool to improve your thinking because it helps you identify and remove obstacles to success. The root of inversion is invert, which means to upend or turn upside down. So as a thinking tool, it means approaching a situation from the opposite end of the natural starting point.

[00:51:34] And most of us tend to think one way about a problem forward. However, inversion allows us to flip the problem around and think about it backward. And sometimes it's good obviously to start at the beginning, but it can oftentimes be more useful to start at the end. So why am I mentioning. I just graduated.

[00:51:53] I'm an aesthetician, cosmetologist, barber, whatever. And I want to find the quickest [00:52:00] path to get to a seven figure. Let's say six figure income a year as a beauty professional. So is there contrarian or what contrarian advice would you give as an anti guru? Not you, but to, to, to go against the, the gurus of the space as a starting point, uh, as we unpack this here, 

[00:52:24] Tyler: Well, I think it starts with what is the experience the client's gonna have with you and what is the service that you love doing the most?

[00:52:31] Because if you love doing lashes, for instance, man, that's a, there is a, we can reverse engineer that all day long, but if you hate lashes, why are you doing lashes? Right. So I think that's gotta be part of it is what is your niche and where are you gonna live? Because at the end of it, about 85 to percent of your day should live in that service that you love to do.

[00:52:51] If it's waxing. I mean, there are companies like, uh, uh, lunchbox, that's, all they do is wax. They don't really do anything other than wax [00:53:00] and, and they do really well doing it. So if you love waxing, I don't care what your service that you love to do. If it's lashes, if it's waxing, if it's the, the, uh, the cool scope sculpting, I mean, huge market in that, right?

[00:53:13] I mean, you guys know that, uh, but I'm just kind of listing whatever, but it's, but then when a client comes, what is their experience? You know, your shop has to be clean. Your space has to be inviting you better. Even if you're antisocial, you're still gonna have to carry on some sort of conversation and connect with somebody.

[00:53:32] And, and that there's a lot more being said, uh, in, in action over conversation. Anyway. So, but it is for me, it's, it's a two year game to get to a six figure income. If at the end of six figure, if at the end of two years, you are not at six figures. Now that being said, I've coached people and they've done it in a year.

[00:53:50] They were extraordinary people. Uh, they weren't, they were average in terms of, of a person in my opinion, but they were extraordinary in the fact that they were [00:54:00] disciplined. That's where they were extraordinary in discipline. So if they didn't have an appointment, they still were in the shop. They still were there waiting, waiting for the universe to shine on them and send them an appointment because they were available.

[00:54:12] So it is. You know, I, you have to the end goal, if it is to own your own shop. I don't know that I always agree that a kid coming outta school should open their own shop, but at the same time, most of 'em are doing that anyway because they're booth runners, right? They're that tends to be what's available.

[00:54:30] But if you're gonna go take on 2,500 square feet, straight outta school, that's a hard nut to cover. So you, you better have done reverse engineered. What is that on a daily basis in revenue, either by me or the people working for me or the people I'm running space to, to be able to cover a nut like that.

[00:54:45] But, but it is, I think, uh, you know, and I'm, I'm getting in the weeds a little bit, but I think in the beginning, the focus has to be on how do I attract the number of people that I need to be [00:55:00] busy so that my time is, which is in a, a commodity as well. So that my time is in demand because when my time is in demand, I now am not competing on price.

[00:55:08] I'm competing on quality and, and that is, uh, there's a mathematical formula to. If we take the number of days that you wanna work in a week, we multiply it by the number of clients that you wanna see in a day. And we multiply that by the, the frequency at which clients return with high accuracy. Now there's some variables that aren't being accounted for, but, but we're in the high 97% accurate.

[00:55:30] I believe that's the number that you need to be busy all the time. So just to give a quick, uh, uh, deal here. So if you wanna work five days a week, you wanna see 10 clients a day and your clients on average, come back to you. Uh, every four weeks, you're in the 200 category, cuz it's five days a week, times, 10 clients a day.

[00:55:48] So that's 50 clients a week and you need four weeks of 50 clients. So that puts us in the 200 category. So, so these are some of the things that I believe that people need to know coming outta school is, Hey, I need to [00:56:00] know that my clients are returning to me on a regular basis and, and really build that following and.

[00:56:06] If you wanna be an influencer, that's a whole different deal. But if you're trying to find 200 people, your Instagram and your Facebook, you don't need millions of people. You know, you need your 200 people in the mix, plus your, your grandma and your friends and family and everything else. Right. But, but now I need to serve those 200 people.

[00:56:22] And once your time is busy, busy, then I need to start increasing my prices. And, and again, there's a, there's just a formula to that six figure that, that we need to be seeing on a, on an hourly basis. And then my incomes coming from the service that they called for additional services that I offer and retail, those are the three ways in which I can influence my average ticket price or, or on the average, what is a client spending with me?

[00:56:51] And so then that has to be part of part of it because our industry does a terrible job on upselling into add additional add-on services. And we definitely [00:57:00] do a terrible job on retail. There's a company called. Oh man. Who's the big retailer. Now that I say that, uh, Ulta, I refer to them as the evil empire look at Ulta's numbers.

[00:57:13] Ulta is just a huge juggernaut in the industry and all they are is doing what our industry wasn't willing to do, which is retail product. Now Ulta exists and they're not going away. So now you have to reach out product because our industry doesn't wanna be pushy. We just want the relationship. We want all that, but we don't want to make our client feel uncomfortable by saying, Hey, do you wanna buy this?

[00:57:35] And if the client can't afford it, they don't buy it. These are the things we're thinking. We wanna know what's happening. You're not offering it to it. So they walk into Ulta and they buy it there. Ulta doesn't need our help. I think they're a $7 billion a year company and growing when, uh, you know, they're, they're just, again, they're a huge Jugg.

[00:57:51] My number might be off, but they're more than. Uh, that anyway, they, that one irritates me because Ulta exists and they are the [00:58:00] panderers. They are, that's what they are, but they exist because our in industry, won't retail product to people that want pro want to buy product. So again, I, I know I'm probably in the weeds a little bit on this question, but what does someone coming outta school?

[00:58:13] Do they identify, how do I create lifelong clients? What is my lifelong client number? Where is my time? Because once you're at 50% of your time full in a week, yeah. You could take a little bump, but once you're at 75%, that bump can be a little stronger. Once you're at a hundred percent of your time is booked out.

[00:58:33] You. Or, you know, now your time is so valuable. You can't gouge your clients, but you need to say, Hey, I want the right clients. Cause sometimes the, the people that are always working you on price and things like that, those are not the right clients. Any anybody that you have to make special arrangements or special thought to?

[00:58:51] It's like, okay, well, everybody else, I charge a hundred dollars for this service. But for this person, I only charge 50. That's a bad business practice. And then we have [00:59:00] to stick to our schedule. So if you're an eight to five person, there are, you can do that. If you're a, a, a noon you like to sleep in and you wanna work noon to nine or something like that, it doesn't matter.

[00:59:11] I don't care. You could be a 3:00 AM to, to 10:00 PM person. You will build your following and you will build your business, but you better stick to your schedule because too many of our people in our industry say, I don't have appointments today. And they'll let the people in the shop know, Hey, if someone shows up, just text me, I'll be right here.

[00:59:29] No, that's not how the universe works. You're trying to build a number. Your number is your number, and we can mathematically decide what that number is. And if you're not in your shop, because you don't have an appointment that is bad form, you set your working hours, be disciplined and be there. Cause again, the kid that did it in a year, and there's only been a handful of kids that have done that.

[00:59:51] They are in that shop, whether they have an appointment or not because they set their time. And that's when they're there. So realize that you are, people want this freedom, [01:00:00] which I love that about 'em. But, but it's not any more freedom than if you had a nine to five job, you still have to show up. You still have to put your time in, but, but the freedom is that you can raise your prices, that you can dictate your hourly income.

[01:00:11] Because if you're working for a corporation, they're telling you what you are going to. They're not letting you decide what you're going to make and tell me how many companies out there, because I know you guys have a pathway to a seven figure income, which is phenomenal, but that does not happen in the first month of being in business.

[01:00:28] That happens as you create who you are, what you stand for. All these things, offering the right services, using the right machinery, having been trained, being a, being a, uh, a professional. And, and that's a loose term. Cause for one person, a professional is that you are dressed, uh, to the nines and you are sharp.

[01:00:46] And, and, and to another person it's a t-shirt and tattoos and piercings, and they are equally professional in my opinion. So it's not that one's better than the other. It's just that, that you're being authentic coming back to your, your [01:01:00] point and you're being authentic to who you're right. So anyway, these.

[01:01:04] And I didn't really, there, there is an actual, uh, uh, spelling out of these are all the steps that you need to do. And, and I, I've got 12 modules that, that me and Austin are talking about getting a little, I mean, I have 'em in class form. I need to put 'em into deliverable form to really help people. Cause as you're coming out, if you aren't business minded, as much as you are craft minded, because one isn't more important than the other.

[01:01:29] Uh, if, but if you are craft minded, only your pathway to a six figure income and a seven figure income is longer because of that. If you are equally focused on the business and the craft and the service to that client, your pathway gets reduced significantly. Like, like I said, I got a kid came out of school.

[01:01:49] He was a college graduate, decided he wanted to be a barber, came in at the right time, put his head down, worked. And now he works 40 hours. Doesn't work weekends anymore, works 40 hours in a [01:02:00] week and is leaving the shop every week with over two grand in his pocket. And he's happy as can be. So anyway, I don't know that I'm answering the question correctly again, Austin, I just get going.

[01:02:08] But with the new kid outta school, there is hope there is a pathway for you. And, uh, uh, I guess my phone didn't charge. It says I have 10% battery. So we, if I die here, then you know why? So anyway, but there is a, there is a pathway, but that pathway is all math driven. And I don't care if it's a service services are math driven and, and the business is math driven.

[01:02:31] And if you will get behind both of those, uh, both of those posts, those are gonna be anchors in what you're doing. I'm gonna provide a great service and I'm, and I'm gonna be a great business person. Um, cuz in our shop, I, we have four rules in, in our shop and I will not create a fifth rule. I told them if we can't live by four rules alone, Then we lack discipline, but rule number one, become a great business person.

[01:02:57] Not good business person, not be a, be a [01:03:00] business person has become a great business person. That's rule number one. And then rule number two is don't steal. Rule. Number three is be respectful. Rule number four is have fun. And I think that any business in the beauty space can, can live and function and thrive and be, be a leader in their, uh, in their market space on those four rules alone.

[01:03:18] But the craft is again, craft in business together are. Things that I'm gonna say to a recent graduate that you had better be willing to do. And some of the business steps are gonna make you feel uncomfortable. Cause when I work with people, I say, okay, this is the assignment I'm gonna give you today. And that you need to go do this.

[01:03:36] And it like freaks 'em out. And to me, it's an easy, no brainer, but to them it's taking, 'em outside their comfort zone. Hey, that's not how I do things. Well, yeah, but you also don't make over $2,000 a week. So we gotta change that. So, so, you know, if you're asking for help, I'm here to support, but if you're not gonna make changes, I don't wanna work with you.

[01:03:54] And, and typically they, they, they do it. And then, then once they do it, cuz they're the ones scraping [01:04:00] in their own head, why they can't do the business. They, I wanna focus only over here on the crap side and the making the client feel better. And the, the rewards that come from that, but the client wants a better experience and it's done through business as well.

[01:04:13] So anyway, hopefully I I've hit on some of the points, but coming out of school and getting into your first shop. Whether you own it, or you are working in a facility, know that it is not just that service that they called for there's all these other things that need to be happening for that client to want to come back to you.

[01:04:32] Cuz if all you do is the service only without the business steps, you are short changing them on their experience and you are not building the relationship that you need to have with that client so that they will come back to you because if you're having 'em for the first time, guess what anyone that they went to before didn't do it, right?

[01:04:47] Cause they're now at you and if you want that to happen and you only want a one time with that person do exactly what everybody else just did for them. So there you go. I'm sticking to that story. [01:05:00]

[01:05:01] Austin: I noticed a couple mental models in there. One was alloying your craft with developing business acumen and a commitment to the execution of disciplined business actions.

[01:05:12] Like probably tracking the, the math of beauty. So you need, you wanna make X amount. Okay. Well, how many clients is that a month? How many a week. Et cetera, et cetera. Um, well I think, gosh, there's so many things to unpack and yes, to the audience we are exploring, putting together a more codified, um, call course on these topics as well.

[01:05:34] That'll get into this a bit more granularly. So stay tuned for that. Yeah. I think I, I think we should, we should touch on cuz you had a very contrarian view here on this question then, uh, for the sake of your phone, not dying during the show, , we'll wrap up on the other side 

[01:05:47] Tyler: of that. Yeah. What is your, 

[01:05:50] Austin: what is your view on the role of social media and audience building?

[01:05:56] Tyler: Yeah, cause it's a contrarian one. Yeah. And, and, and I think [01:06:00] social media is built for our industry first off, but when people wanna roll out or when I say people, when, when coaches and, and companies wanna roll out business and then the whole focus is on social media. I don't a hundred percent disagree, but I don't, I'm not all in either.

[01:06:18] Because if you wanna be a, so if you wanna be an influencer, that's a different game than if you wanna be a service provider. OK. And, and maybe you wanna be both. Um, but my belief, cuz I have like the antisocial barber girl whose time is, I can show you her schedule. Her time is, is almost a hundred percent booked every single week.

[01:06:36] She. Does very few posts. So she's built her business, not using social media, that again is built for our industry. So I think the before and afters have their place, I think quick tutorials have their place. I think creating your clients to, uh, to tag you in their posts has its place. If you're an influencer, you know, [01:07:00] again, that's a whole different world.

[01:07:01] That's a lot of work. In my opinion, everyone thinks that being an influencer, oh, that's easy money, no such thing, no such thing. And, and you better have thick skin because people are gonna light you up on a regular basis and then people are gonna love you too. So if you wanna be in an industry where people only love you, well, I don't know what that industry is.

[01:07:17] So, uh, but, but again, I think social media has, its definitely has its place, but I watch people, uh, that, that I coach and work with, uh, individually that don't do anything on social media that have built a very strong business. So I am actually encourage them to. To do more posting, but anyway, so I don't know if that's where we're going with with that, uh, uh, comment, but anybody that tells you, okay, we're gonna help you build your business.

[01:07:42] And then the whole focus is on Instagram, TikTok, Facebook, or whatever it is. Again, that's not your whole business. That's just a very small module of what, what needs to happen on a regular basis. Again, that being said, I have people that are, that are really successful, that don't do anything. [01:08:00] And, but I wish they would.

[01:08:01] At the same time, I wish that they would show their work a little more and, and engage that way. But that's just not, again, staying authentic to who they are, they're shy. They don't wanna be in front. They don't want anyone to know they exist. They just wanna come in and do their job and make people happy and walk out with their money.

[01:08:15] And that's what they wanna, and that's what they're doing, but, but I think their brand would be stronger if they would get in and find the measures that work and, and find the things that work for them and for their clients. So.

[01:08:32] Wow. What do you think about it though? Yeah, I, I, again, I dunno know that I was going in the right direction for the conversation, but what, what is, what are, what's your input on social media? Because I think it has its place, but I don't think it's the foundation of being successful in this industry from this service standpoint.

[01:08:52] Anyway, I think the 

[01:08:56] Austin: thing people should optimize for initially is [01:09:00] finding their first customer. Yeah. Serving amen. The hell out of them. And if it is the case, I don't recall who authored this blog, um, or article it's, it's something like a thousand true fans. And I think your, your progress to finding your thousand true fans, the idea just simply say that being, you actually don't need that many people to love you to make a hundred thousand a year.

[01:09:24] And it's a thousand people paying you a hundred dollars a year. That's it? So, yeah, that's it. How do you find those thousand folks? Well, it starts with one, uh, the reason I don't like the idea of, so I'm with you on this build a big audience is, uh, overwhelm overwhelm, panic mode, panic mode. We're back to the square one.

[01:09:43] We're in the pool. We're panicking, drowning. Yeah. How about we find our first customer, we serve the hell outta them and we optimize for the delivery of the best customer experience, the best outcome based on what they're after. And then through that, encourage [01:10:00] them to send people our way and, and have this sort of fractal, spidering effect, a K word of mouth where people are coming to you because you are the best in the business.

[01:10:12] In this sub niche of a sub niche with the, uh, Well thought through delivery mechanism, you're antisocial or whatever the term would be for that. Yeah. Whoever you are. Yeah. Yeah. Cause you are going to be, you know, an, an example of this is you might hate him. You might love him. Who cares? It doesn't really matter, but it illustrates the point is Michael Savage.

[01:10:32] Who's probably the world's greatest radio host because he's just, he is so radically, whatever the hell he is that people hate him, which is great for his ratings. Cuz then they're giving him attention still and videos, viewership and whatever listenership and cetera. But people also love him because indifference is the enemy.

[01:10:51] So if you can find ways to avoid indifference, starting with one customer, serving the hell, outta them as the parallel that you all [01:11:00] lawyery to that initial idea, that's where it starts. In my opinion, will you build a big audience? Sure. By the way, there are people with quarter million, 500 million, a million thousand followers on Instagram that have very little engagement.

[01:11:13] That don't leverage that. Whereas people with 10,000 are making probably more than the big influencers and have higher engagement and thus a stronger affinity from their, their base. So I don't think it needs to start big again, start small incrementalized and find yourself on the path to the, the, uh, to accrue a thousand true fans.

[01:11:35] Um, yeah, if that article is, is true. So, um, yeah. Well look, we, we have a dine phone, so yeah, let's, let's, uh, let's hang our hats here today. Tyler, is there anything in closing? Um, we'll give the, uh, the listeners a way to connect with you on the other side of this last question here, but if there was any message that you could plug into the jumbotron at the super [01:12:00] bowl next year, a message to the world of beauty professionals, what would that message 

[01:12:07] Tyler: read?

[01:12:08] Well, and, and, and I'll say to your point of the swimming pool, being the great equalizer, right? Where the big Arnold Schwarzenegger or the little scrappy dude, it's the great equalizer and the beauty spaces as well. So I don't care who you are, you gotta show up and you gotta get after it and you gotta do it, right.

[01:12:24] Because if you don't, you're gonna drown just like anybody that panics. Right? So there, there is hope. Uh, we have watched, uh, kids that have come out of prison, come in and get their life together. And nobody, society was never gonna give them an opportunity. Otherwise they had to be self-made and they did it.

[01:12:42] We've watched the single mom that graduated high school in. The alternative high school, because at age 15, she got knocked up. And that guy that helped in that process was out of the picture. And now here she is a kid raising a kid, destined for [01:13:00] poverty, but was able to turn it around and now taking that kid to Disneyland and live in the dream.

[01:13:05] Um, we have the, the honor student that, that knew how to play the game that, uh, that, that, you know, so it doesn't matter who you are. Uh, and, and sometimes those kids are the ones that need the most direction to be perfectly honest, but I don't care who you are. Uh, the, the, the beauty space, I, if this is the space you wanna be, the pool is the great equalizer.

[01:13:27] So if you don't feel like you are someone that is destined for greatness, get jump in the pool. And, and now we're gonna equalize things out, but you gotta get strong at these two things. And if you do now across the super bowl, jumbotron, obviously this message is way going way too long . But, but basically the, the beauty space is the great equalizer as well, because, uh, that, I guess that would be my, my, my quick little mantra.

[01:13:54] Uh, but that it, it becomes equalized because if you were in a position to always be in poverty [01:14:00] or live paycheck to paycheck, um, then it, then it becomes an opportunity for you to really become a high earner. Now, that being said, some of my high earners are broke every Monday. And so we have to have another conversation with them because just because you're a high earner doesn't mean that you're outta poverty , which is, which is stupid to me.

[01:14:19] It's like, cause I'm like regularly going, what are you doing? You know, anyway, I mean, I have one kid where I'm like, all right, just stop. I'm gonna hold all your money and I'm gonna pay you because you don't know how to pay yourself. Now they're living large. I'm gonna say that they're having a ton of fun.

[01:14:35] So it's not that they're in poverty, not, you know, wondering how they're gonna pay for anything. Cause they always have a way to pay for stuff. But, but this discipline then transfers as you become a high earner needs to transfer into how do you manage your money so that you don't always have to work behind the chair.

[01:14:50] So there's just, they're, they're jump of the pool, the great equalizer. And now how, what type of, uh, of thing are you gonna build here? And then what's the future. [01:15:00] So that, that you. An earner, whether you work or not. Because if I, if I don't go to work today, I'm still earning my money and, and where other kids, that's not the case.

[01:15:10] So anyway, that's way too long on a jumbotron at the bowl, but that's, I guess my, my closing marks is coming back to your point. Pool becomes the great equalizer. Well, the beauty beauty space is a swimming pool, jump in let's. So let's go 

[01:15:27] Austin: distilled. Here's my attempt to paraphrase and it will probably fail, but let's try it.

[01:15:33] Change your mindset, change your direction, change your life. Amen. Beautiful. Let's go. All right, Tyler, where can the audience connect with you? They wanna find you chat with 

[01:15:48] Tyler: you or otherwise. Yeah. Look me up Tyler Price on, uh, I'm more on Facebook. I think I'm on Instagram. I dunno. I'm on Austin. Kate academy is the name of our, uh, cosmetology school [01:16:00] in Idaho falls, Idaho.

[01:16:01] Um, while LA auto barbershop is the name of our barbershop in it's Amin, but it's Idaho falls too. Uh, my phone number, I just throw my phone number out there. It's all over the universe. It's uh, 2 0 8 3 6 0 1 4 6 1. That's calls the cell number. That's about to die. My cell phone that's about to die. So you have a question or you have a text or whatever.

[01:16:22] Like I said, I put that cell number. I plaster that everywhere. Just cuz I don't care. It's like, yeah, people wanna contact me. I'm here if you don't good. Either way. Um, but yeah, that's uh, that's the best way to find me through my businesses or through Facebook is probably the better way, but I know I do exist on Instagram.

[01:16:40] Um, and then that's my cell number. So our Tyler Austin k.com is my email and Austin K is a U S T I N K a D E. And uh, yeah, I'd love to talk with anybody. Awesome. 

[01:16:55] Austin: Well more to come there will be more co-creation for the, uh, the [01:17:00] new Tyler addicts that are, uh, obsessed with his ideas. Stay tuned, buckle land.

[01:17:03] There'll be more, uh, cross the horizon coming soon. And with that, let's hang our hats there before your phone Peres, because apparently your phone does not have vision problems. I'm just 

[01:17:14] Tyler: kidding. 

[01:17:17] Austin: All right, man. Thanks for being on today. Had a great 

[01:17:19] Tyler: time. Me too. Thank you. Cheers.